Presentation Design

Structure Your PowerPoint Presentation Using the AIDA Model

PowerPoint presentations are the most popularly used form of communication by consultancies and corporates to communicate with their clients.

Every PowerPoint presentation has an introduction before the body then a summary to conclude.

Your presentation might be a new idea or an ongoing project, but applying the AIDA (Attraction, Interest, Desire, Action) model to your presentation will definitely get some people taking action at the end of your session.

You might be familiar with the AIDA model. An effective model commonly used in marketing and advertising.

Introduced by E. St. Elmo Lewis, an American businessman in 1998, the AIDA model was formulated to optimize the interaction between seller and buyer.

The same formula can be applied to structure your PowerPoint presentation as well.

Let us see how you can bring the aspects of Attraction, Interest, Desire and Action into your presentation.

AIDA in PowerPoint Presentation

When breaking down your presentation in the AIDA model formula, use the ratio of 1:5:3:1.

Assuming you have 20 slides apart from your title slide and thankyou slide, you will have two slides under Attraction, nine under Interest, seven slides under Desire and two slides under Action.

Attract Attention

Grab the attention of your target audience.

The opening slides should fulfil the purpose of attracting attention to your presentation. These slides should set the standard for the remaining deck. There should be enough suspense to get the audience interested.

For example, if you are launching a new product, you would have a video or a visual of the product in the first few slides of the presentation and a short brief about the product features and the issues that the product resolves.

Maintain Interest

Once you have the attention of your audience, you will want to increase their interest.

The slides that will be presented to capture your audience’s interest should have in-depth detail about the project or the product/service.

For example, if it is a new product launch, you will mostly be talking about:

• The characteristics and breakdown of the product

• Product details

• The product’s new features

• What makes the product different from others

Get them interested enough to kindle their curiosity. And take care to reveal just enough to make them want to get to the next stage.

Create Desire

Out of 20 slides, you have 7 slides to sow the seeds of desire for your product in your audience.

You don’t want to drag this section on for too long. Since your presentation is almost coming to an end, you might lose your audience somewhere at this stage.

Make sure your presentation is exciting enough to get your audience to do what you expect.

For example, if you have a product that has limited production, you would want to get the audience eager to be the first one to get hold of the product.

Giving a live demo or a sharing a few scenarios that demonstrate best results from your product, will get you desired results.

It’s best to keep demos short to build curiosity. If you are successful, you will have your audience taking action already at this point.

Giving the audience access to the product at the registration point can help close a lot of deals during the presentation itself.

A presentation can be made more appealing with good animation effects.

Get Action

The remaining two slides of your presentation should guide the audience to take some action.

Have everything readily available on the last two slides.

For example, for someone looking to book the products in advance access to your contact details on the slides would help. Similarly, include any other additional information that will help lead them to your product.

Consultants usually have huge decks with more than 80 or 100 slides. Most of these presentations are client facing decks. Using the AIDA model’s 1:5:3:1 ratio will help break down content into strategic sections of information.

Have you tried the AIDA model to your presentation?

Let me know what you think about applying this model and the 1:5:3:1 ratio.

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